Executives often miscalculate SKO value by focusing on formal training. The most significant benefit is the informal exchange of ideas and best practices between salespeople, which creates a priceless transfer of information that more than justifies the event's cost.
Presenting future products at SKOs without concrete use cases, personas, and differentiation is counterproductive. Sales reps are inherently skeptical of long-term delivery promises, perceiving them as 'dreams,' which erodes trust and motivation if the announcements are not immediately credible and actionable.
High-level presentations at SKOs often fail. To truly motivate, leaders must demonstrate intimacy with the sales team's daily and quarterly struggles. Messaging must focus specifically on how new initiatives will make reps' jobs easier, help them earn more, and achieve their career goals.